Saxonville Sausage Company

Christian Merizalde - 01/28/12
MKT – 6816 / Dr. James Curran.
Case memo for:
Saxonville Sausage Company.
Key issues:
* Finding the most effective andefficient way to launch a national Italian sausage brand.
Alternate approaches:
* Focusing on the seasonality of the breakfast sausage and Bratwursts and addingmarketing and advertising support the Vivio Italian Sausage product intensively on the time frame where the other 2 products were not in their peak, to avoidcannibalization.
* Embracing the lack of national players and going national with all the brands.
Best suggested approach:
* Focus on the family connection and clevercooking positioning concepts and go national with the product
Steps to take:
* I would start first by focusing on the versatility of the product which can be an oneingredient of a dinner plate or the main ingredient of this, which is also at the same time a very easy to do plate, based on the time and skills required.
* Withthe above said, we make the Vivio Italian Sausage as weapon for the leader in the female head of households to bring to reality 2 very important concepts, which is:To feel like a great cook with little effort and have more “dinner table worth home cooked food” family dinners.
* With this concept clear I would suggest tofocus all R&D, Graphics material and sales effort to these clear target customer and also choose a different name for this new effort since it will have a biggerprofile.
Expected accomplishments:
* Increase the sales and profitability of Vivio Italian Sausage brand and achieve the profits objectives for the next fiscal year.